The World's Most Fun and Engaging Brand Guidelines - Lipton

Lipton was concerned about their growing problem; managers were not reading their brand guidelines. These brand guidelines are the essence of what the brand character is and how it interacts with consumers. Lipton decided to make a new guideline that would be exciting and interactive. Workers competed in "Lipton Millionaire". With their new iTouch, brand managers could compete for a chance to win 1 million dollars based on their knowledge of the brand. This internal exercise increased knowledge of the brand and unified Lipton into a single voice. With a concentrated focus, Lipton can now ensure efficiency.

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